Encouraging users to indulge in 3G multimedia fun - The SIM as a window to services
2009
marks a watershed year for the China telecommunications market as the
authorities have issued the long-awaited third-generation (3G) mobile phone licenses to the three operators there.
While the three operators have already begun promoting their 3G offerings to the
market, for instance, the eSurfing service of China Telecom, how could they
ensure that the variety of their 3G services will be well received by
subscribers? According to Gemalto, operators need to "think out of the box" to promote their new services. Experience from foreign markets has shown that one
of the key challenges of 3G is to entice subscribers to discover new services
and to get them to re-use these services frequently. Traditional promotion
tactics such as advertisement in the press, TV and point-of-sales are costly,
long to set up and more critically have a low success rate. This means that to
be successful, promotional endeavors should "hit" the subscribers at the spot –
on their handsets screen.
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